boAt has rolled out a campaign 'Mute the Taunts with Aunty Noise Cancellation (ANC)' to showcase how the brand has a playful solution to the never-ending taunts from well-meaning but nosy relatives, particularly the 'infamous aunties'. 

Through this campaign it aims to position its ANC (Active Noise Cancellation) headphones as the ultimate escape for those seeking peace during the chaos of wedding season.

The campaign features an ad film, that showcases the fictional boAt Airdopes ANC (Aunty Noise Cancellation), which is a playful twist on traditional noise-cancelling technology, cleverly tailored for wedding-specific scenarios. Designed to silence 'aunty noise,' the product incorporates REPL.AI technology to suggest witty comebacks to common taunts, blending humour with practical relief for wedding-goers. Additional features like Anti-BT Calling, which blocks unwanted Bluetooth calls, and the Senti Song Blocker, which swaps emotional wedding tunes for personal favourites, showcase how attendees who don't want to be disturbed and enjoy the celebration can do so.

What do we think about it: It humorously taped into wedding season chaos, offering witty escapism from nosy taunts with its innovative ANC tech. The film was a playful blend of humour and relatability. It amplifies brand engagement while striking the perfect cultural chord.

A boAt spokesperson said, “Weddings in India are joyous, colourful occasions, often accompanied by unsolicited advice and playful taunts. With this campaign, we wanted to bring a lighthearted twist to these moments, showcasing our fun and innovative approach to connecting with our audience.”

The campaign was rolled out on Instagram and YouTube on 6 December.